Movies Anywhere Screen Pass
Share Your Love of Movies
2020
Eric Vanbeek, Product Manager | Adeel Fahimullah, Product Design Lead | Ariana Biedabach, UX Researcher | Mo Mohibi, Engineering Lead | Chris Sequina, Marketing Designer
A first of its kind in the digital movie space, Movies Anywhere Screen Pass allows users to share their favorite movies with friends or family members.
My Role
As design lead, I was involved in developing requirements with my product counterpart and building an end-to-end experience.
The Opportunity
Since the launch of Movies Anywhere, the focus has been on improving the experience. Initially, we added a section for movie deals on the discovery page and 4K Dobly Vision. While these were important for the digital movie purchaser, other digital retailers already offered these features. We wanted to provide a differentiator. This is when we started exploring the idea of allowing users to share a movie from their library. This feature would eventually become to be known as, Screen Pass.
A differentiating feature is needed for digital movie collectors. Plus, sharing a movie provides an opportunity to bring awareness & exposure of Movies Anywhere to potential digital purchasers.
The Approach
We used our design pillars as a starting point to create an experience that makes it easy to share a movie.
Design Pillars
01
Celebrate the collector
by giving the user a tool that makes their movie collection more valuable
02
Inviting personalization
by giving the user the ability to share the same movie many times or multiple movies with different people.
03
Trust and transparency
by giving the user an easy to use experience, with transparency around limitations: Rules to send a Screen Pass & Which movies are Screen Pass eligible
04
Shared connection
by giving the user the ability to share a movie from their collection to friends or family members
Research
Through impressions testing and focus groups, we were trying to gather data about the digital movie purchaser. We wanted to know, what is their expectation is when it comes to sharing movies. We questioned if sharing movies was something they desired.
Over 75% of movie purchasers would share a movie with friends or family members if given the opportunity digitally.
Where We Started
As the lead designer, it was my job to put together concepts for sharing a movie. In order for me to begin designing, our key stakeholders, (Disney/Fox, Sony, Universal, Warner Bros.) provided me with a list of business rules. Getting approval from our stakeholders was key to keeping this project moving forward.
Business Rules
01
Studio Approval
Studios would be able to approve what movies the user has the ability to share
02
Sender Qualifications
A user must purchase or redeem a digital movie every 6 months to share a movie.
A user can share up to 3 movies per month. This can be 3 of the same movie to different individuals or 3 different movies.
03
Receiver Rules
A user that accepts a movie has 7 days to accept the movie.
Once accepted they have 14 days to start watching the movie. Once started they have 72 hours to watch the movie.
The Concept
A simple prototype to demonstrate how sharing a movie function would work in-app.
Share a Movie
A user can start the sharing process from the details page of the movie they own
Sender Rules
A user is presented with a first time use screen that explains how many passes they have and how sharing works.
Accept a Movie
Before the receiver accepts the movie they can understand how long they can watch the movie for.
Movie Details Screen
The receivers can view how much time they have left to watch the movie.
Iterating on a Key Flow
Once the concept got the green light we started looking at how this experience would work. We quickly realized that most people who receive a movie to borrow would:
01
Be new users receiving a text message
02
most of these users will be using mobile web experience.
This led us to focus on making sure our mobile web experience was optimized. Our goal was to allow users to access their borrowed movie as quickly as possible.
Create and accept a movie
Designing an experience where the user could register and accept the movie with as few steps as possible. This led us to create a single screen that would initiate the registration process and automatically put the movie in their movie library.
Seperate steps needed for understanding
After running numerous tests, we realized users were confused by this experience as we were doing too much at once. We broke the experience into two parts.
A New Direction
With the project moving into the implementation phase, the stakeholders wanted to go with a branded experience. Our marketing team had been throwing around a couple of names, but one word kept on coming up, the word “Pass”. I used this to develop a new visual style which sold the idea of moving forward with the name, Screen Pass.
Instead of a user simply sharing a movie now they have an opportunity to give someone a pass!
Pass Design
Designing a pass element to help differentiate a Screen Pass vs. a Movie in a user’s library
Flows
Happy Path
User Journey
Final Designs
Screen Pass Sender
FIrst Time User Welcome
Movie Details Page
Using & Generating a Screen Pass
Screen Pass Manager
Screen Pass Receiver
Accept Screen Pass
Accepted Screen Passes
Movie Details Page
Web Designs
Launch Metrics
We launched Screen Pass in Beta in April 2020, with a full commercial launch in Sept 2020.
38% of people that received a Screen Pass were new registrations.
7% of people who watched a Screen Pass purchased the film.
…in the first 6 months
Takeaways
01
Being flexible
I had to be flexible to all the changes that came my way. These include changes in timelines as well as changes in direction. I also made sure all teams involved were in sync to launch, especially since we launched during a pandemic.
02
Thinkings outside the box
Starting with “share a movie” to “Screen Pass” meant looking at the feature in a different way. Proposing a new visual design allowed the team and I to rally behind the new direction brought down by stakeholders